Zoe Harris, the group marketing director at Trinity Mirror Group and the publishing director for The New Day, said: "The launch campaign captures the spirit of how our reader feels – upbeat and positive, and relishing life.

"Our social activity brings the reader into the inner sanctum of the editorial team, something usually shrouded in secrecy.

"This modern open approach typifies what the title stands for, and the relationship lapsed and lapsing readers are looking for with a newsbrand."